Appealing to Needs: Part 1 The Art of Persuasion was originally developed by the Greek philosopher Aristotle who challenged speakers to analyze the audience in order to appeal to its needs. In doing so, he outlined three principles of effective speaking that we still use today: ethos, pathos, and logos. Use the worksheet provided to take notes on the information presented in this short video.
In addition to Aristotle, Abraham Maslow developed a classic theory that outlines our basic needs suggesting there is a hierarchy of needs that motivates us to behave in a certain manner. Need is one of the best motivators. The person who is looking at a new car because he or she needs one right now is more likely to buy than the person who thinks it would be cool to buy the latest model. I would love to buy a 2008 convertible sky blue Mustang with tan soft top, but I don't need a vehicle, especially one that I can't use to drive around my family and their friends. That being said, the more you understand what your listeners need, the greater the chances are that you can gain and hold their attention and ultimately get them to do what you want, which is buy your product. Basic needs such as food, water, air, shelter, and clothing must be satisfied before we think about additional wants and needs. When attempting to persuade an audience, you must stimulate these needs in order to get the audience to act the way you want. These are Maslow's needs:
Physical needs: The most basic needs of air, water, food, clothing, shelter, and health. Those who lack these things are powerfully motivated to get them. Speakers can appeal to their audience's physical needs when arguing for clean air and water, uncontaminated food supply, health insurance and the like. Does your product relate to any of these most basic needs we want?
Safety needs: The need to feel safe, secure, and protected. Speakers can appeal to the need for safety and security when speaking of such topics as crime, drunk drivers, seat belt laws, security systems, sports equipment, or anything else that we would use to keep us protected from harm.
Social needs: When the above needs are met, we focus on our needs for love, respect, and acceptance from others. Families, communities, and friends satisfy these needs for human contact and friendship. Speakers can appeal to social needs when arguing for better family relationships by using a certain product or traveling somewhere special, more time to spend with loved ones, and making quality time more meaningful.
Ego needs: humans also have a need for self-esteem and self-respect. Advertisers appeal to this need for self-esteem in selling cars, clothing, cosmetics, jewelry, and hair care products. The commercials "Just for Men" hair coloring products are perfect examples of this. Advertisers want people to believe the consumer products can make them feel better about themselves. Speakers appeal to an audience's desire to be well educated (training packages) or to make charitable donations (to enable them to help others less fortunate).
Self needs: Once all of these needs are met, humans need self-actualization which refers to a sense of reaching your highest potential, finding your meaning in life. Speakers can offer people ways to fulfill themselves through job achievement, meeting special challenges or making significant sacrifices.
We all want something, most of us just don't know we do.....yet, and that's where advertising and marketing into play. When designing what you say, you must consider five other areas to appeal to the emotional needs of your audience. The best way to incorporate these would be through the use of rhetorical questions.
Conformity - this is one of the most powerful needs we have and it motivates more than we would like to admit. We strive to fit into the crowd or even to do the opposite--stand apart from it. Ask questions like, "How would it feel to be the only person who didn't contribute to the cause?" or "Would you really want to be the only one without this <latest gadget>?"
Wealth - this not only includes the desire to possess piles of money, diamonds, stocks, property, etc but it also includes an individual's need to earn, save, or invest money. It can speak to the desire in all of us to spend our hard earned money wisely. "Why spend thousands of dollars on three different electronic components when you can spend under $500 to get all in one?"
Pleasure - people are more persuaded to invest in your product when they see it will bring them happiness, enjoyment and pleasure. Highlight that. "After a long day at school, don't you deserve to relax and enjoy <your product>?"
Personal growth - we desire to examine our life and try to explore ways to improve it to show growth, understanding, and maturity. The emphasis here is on becoming different from what we were in the past by exploring new ways to live and be. "Do you want to just use the same <gadget> as everyone did three years ago or do you want cutting edge technology?"
Sex - yes, it sells. We all know it. It's the most popular advertising tool out there. Do any of us truly know what "Go Daddy" sells? Humans have a strong desire to be viewed as attractive and we will buy whatever will help us attain that goal. We long to be loved.
Using the definitions and information you gathered about persuasive techniques, find examples of Aristotle's and Maslow's types as well as the Emotional Targets in commercials or print advertising. For each of the three, identify which of Maslow's needs are met and how as well as the specific emotional targets that are hit. Use this worksheet to complete the assignment. Find the ad, describe it, then explain what it meets from Parts 1, 2, and 3. For example, "So easy even a caveman can do it" is used in the Geico commercials so we know it's easy to save a lot of money. This focuses on Ethos because we're supposed to believe in the credibility in the speaker but also to Pathos because of its emotional appeal for our desire to save money. The slogan fits Maslow's hierarchy because it appeals to our desire to feel safe with car insurance but also builds our ego that we made a smart decision and saved money. This is emotionally tied to our emotional desire for personal growth. We increase the amount of money we have because we're not paying a lot for car insurance.
The Art of Persuasion was originally developed by the Greek philosopher Aristotle who challenged speakers to analyze the audience in order to appeal to its needs. In doing so, he outlined three principles of effective speaking that we still use today: ethos, pathos, and logos. Use the worksheet provided to take notes on the information presented in this short video.
Appealing to Needs: Part 2 - Motivating Listeners
In addition to Aristotle, Abraham Maslow developed a classic theory that outlines our basic needs suggesting there is a hierarchy of needs that motivates us to behave in a certain manner. Need is one of the best motivators. The person who is looking at a new car because he or she needs one right now is more likely to buy than the person who thinks it would be cool to buy the latest model. I would love to buy a 2008 convertible sky blue Mustang with tan soft top, but I don't need a vehicle, especially one that I can't use to drive around my family and their friends. That being said, the more you understand what your listeners need, the greater the chances are that you can gain and hold their attention and ultimately get them to do what you want, which is buy your product. Basic needs such as food, water, air, shelter, and clothing must be satisfied before we think about additional wants and needs. When attempting to persuade an audience, you must stimulate these needs in order to get the audience to act the way you want. These are Maslow's needs:
Appealing to Needs: Part 3 - Emotional Targets
We all want something, most of us just don't know we do.....yet, and that's where advertising and marketing into play. When designing what you say, you must consider five other areas to appeal to the emotional needs of your audience. The best way to incorporate these would be through the use of rhetorical questions.
Utilize what you learned:
Using the definitions and information you gathered about persuasive techniques, find examples of Aristotle's and Maslow's types as well as the Emotional Targets in commercials or print advertising. For each of the three, identify which of Maslow's needs are met and how as well as the specific emotional targets that are hit. Use this worksheet to complete the assignment. Find the ad, describe it, then explain what it meets from Parts 1, 2, and 3.
For example, "So easy even a caveman can do it" is used in the Geico commercials so we know it's easy to save a lot of money. This focuses on Ethos because we're supposed to believe in the credibility in the speaker but also to Pathos because of its emotional appeal for our desire to save money. The slogan fits Maslow's hierarchy because it appeals to our desire to feel safe with car insurance but also builds our ego that we made a smart decision and saved money. This is emotionally tied to our emotional desire for personal growth. We increase the amount of money we have because we're not paying a lot for car insurance.
Links for Commercials (you don't have to use these if you find others):
Super Bowl Commercials 2011
Super Bowl Ads over 14 years